I am a final year BA (Hons) Fashion Communications and Promotion student. Throughout my studies, the exploration into social, cultural and modern consumer behaviours has had a profound impact on my work. My self-devised project titled 'Hot & Bothered' explores the Menopause and has led me to create a new tone of voice for a regularly forgotten consumer base through the forms of podcasts, adverts and a social media account. Through my research and engagement with this audience, I have come to appreciate the importance of giving a voice to those who are often overlooked by mainstream media and marketing. Post-graduation I hope to work in advertising, and I am particularly inspired by the connections that innovative adverts can create when broadcasted. Whether through traditional media channels or newer platforms like social media, I believe that advertising has the power to not only promote products and services but also to effect positive social change.